Walmart acquired Facebook calendar application Social Calendar from Newput.
Calendar applications have been popular on Facebook for as long as the category has existed.
Social Calendar totals about 15 million installed users and some 380,000 monthly active users, according to AppData.
But what does the retail giant want with a calendar app?
One possibility is tracking birthdays, anniversaries, and other occasions to suggest gifts — especially if users can then purchase the suggested items with just a few additional clicks.
That could easily happen by tying the calendar into Walmart’s ShopyCat commerce app.
Social Calendar said in a post on its website announcing the transaction:
On March 9, 2012, Wal-Mart Stores Inc. (“Walmart”) completed its purchase of Newput Corp.’s Social Calendar products, services, and website.
We remain committed to providing the highest level of service that you have come to expect with Social Calendar. Your service with Social Calendar will continue without any interruptions, and you will be notified in the future of any material updates or changes to your service.
If you wish to remove the Social Calendar Facebook application, you may adjust your settings in your Facebook profile.
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Readers: What do you think Walmart has in mind for Social Calendar?